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Bestselling author to keynote BrandStorm

United Fresh’s sixth annual BrandStorm event will take place online March 9-11. Hosted virtually this year, the event will open with a keynote from Lindsay Pedersen, bestselling author of Forging an Ironclad Brand: A Leader’s Guide, and brand strategist with a scientific, growth-oriented approach to brand building.

“As marketers, we know the strength and equity of our brand translates into success for every aspect of our business,” said Mary Coppola, vice president of marketing and communications for United Fresh. “I’m looking forward to learning Lindsay’s methods of building an ironclad brand strategy, a proven discipline for successful brand growth."

Pedersen has advised companies from burgeoning startups to national corporations, including Zulily, Starbucks, T-Mobile, Coinstar, and IMDb.

Her background as a P&L owner at Clorox fostered in her a deep appreciation for the executive’s charge: increasing the company’s value. There, she led mature, billion-dollar businesses and newly launched categories, from Clorox Bleach to Armor All to Brita. In each case, she was solely responsible for increasing the business’s value.

Pedersen demands that brands be hard-working, disciplined and rigorous in growing a business. Her brand strategies are tested in the crucible of her proprietary Ironclad Method. During her general session, Pedersen will arm fresh produce marketing leaders with an empowering understanding of brand, and an ironclad brand strategy to guide decision making as they grow.

BrandStorm, a project of United Fresh’s Produce Marketing & Merchandising Council, has been developed to engage all levels of brand and marketing professionals in the produce industry looking to enhance their knowledge of marketing strategies, tools and innovations.

"This event is an annual must-attend for all members of your marketing team, and this year is no exception,” said Kim St George, vice president of business development for Renaissance Food Group and vice chair of United Fresh’s Produce Marketing & Merchandising Council. “Hosted on the heels of a global pandemic, BrandStorm is a timely opportunity to re-focus on marketing strategy."

United Fresh members can attend BrandStorm for $495 with discounts offered to marketing teams (from the same company) at the reduced rate of $395 each when you register three or more colleagues. Non-members can attend for $695. You can register here.

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